Mobile Commerce

Rakuten Commerce Enables Smartphone Magazine Marketplace

For the first time in Japan, an eCommerce company and a publisher are collaborating to create an online magazine.

Rakuten, a Tokyo-based eCommerce company, and Japanese magazine publisher Gentosha announced yesterday (April 13) that they are launching GINGER mirror, a free online fashion magazine optimized for smartphones. Collaborating with the companies on the endeavor is Brangista Inc., the e-magazine publisher that oversees GINGER, the monthly women’s magazine whose traditional (paid) print version forms the basis for the new venture.

GINGER mirror is targeted primarily at working women in their 20s and 30s who have an eye for fashion but whose shopping is limited by their schedule as well as budget. The items featured on the e-magazine — whose first edition will be released on April 14, available on both iOS and Android platforms — are available for purchase on Rakuten’s website, Rakuten Ichiba.

In the press release announcing the collaboration, Rakuten explains that the volume of purchases on Rakuten Ichiba has increasingly been done by mobile devices — particularly, the company notes, in the fashion segment. By making GINGER mirror available on smartphones, the retailer is hoping to service this growing consumer base and increase sales.

The premiere edition of GINGER mirror will feature Japanese fashion model and actress Nanao on its cover, while its content will focus on spring fashions and accessories for 2015 — all of which will be available for consumers to buy on Rakuten Ichiba.


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